The project I’m most proud of:
Projects that aren’t just about
What I wish I’d known at
the start of my retail design
career: The need for flexibility,
open-mindedness, the ability to
reinvent both your own as well as
your clients’ worlds.
A personal experience that
changed how I design: Any time
that I have had the privilege of
being involved in setting up, working in, or physically repositioning
a store, I gain a huge appreciation
for the people who day-to-day
plan, operate, and staff the stores
Where I like to window shop:
In cities and countries with a
vibrant street retail culture.
My pet peeve when shopping:
Use of the store as a warehouse
rather than as a distribution point.
A brand I’d love to revitalize:
A material I love to work with:
A gadget I can’t live without:
A roll of tracing paper.
Where I do my best thinking:
On the airplane.
The word or phrase designers
most overuse: Brand.
A value, belief, or practice I’ve
adopted from a culture other
than my own: From working in
India, a slightly simplistic recap of
the adage, “What comes around,
If I had my own store, I would
sell: Things that real people
make—people in my community,
in my neighborhood.
If I were to win an A. R.E. Store
of the Year Award in the future,
I’d like to hear the press
describe my work as: Finally …
a store that is beautiful and sells
things for real people.
This discussion is excerpted from a Retail Environments Network discussion on
LinkedIn. Join the nearly 30,000 professionals in our network to continue this
discussion or start your own.
A Chain Store Age report, “Study: ‘Webrooming’ eclipses showrooming,” noted:
“While showrooming, the process of researching in-store before buying online, remains
popular among 76% of consumers, the emerging trend of webrooming, or researching
online before buying in-store, is even more common, representing 88% of shoppers.”
This makes sense ... Do the research first, then “get it now” in the store. Right?
Karen Schaffner publisher, Retail Environments magazine,
and director of membership and sales, A.R.E.
Showrooming seems scary to retailers, and because it happens in the store, seems more tangible to them, affecting
sales and conversion rates. I imagine it is almost impossible
to measure [webrooming] for any particular purchase. …
Ultimately, a truly omnichannel retailer, with excellent assortment, competitive but not lowest prices, good store experience and customer service
will benefit from both showrooming and webrooming, and poor retailers
won’t. Was it ever any different?
Tim Radley managing director, VM-Unleashed Ltd.
Hawkenbury, Kent, U.K.
I agree, but the trend may have as much to with boring,
unexciting store environments.
Richard Rollison independent national account rep
and broker/retail design consultant, Richard Rollison Unltd.
Retail And Hospitality Design, Greater New York City
One reason people tended to gravitate away from retail was
the high inconvenience factor. Consumers spend up to 80% of
their time within retail stores on navigation; online shopping
cuts this time significantly, at the cost of the instant gratification of leaving with a product immediately. Webrooming, if done right, would
enable a potential consumer to search for their goods, confirm retail store
availability, and possibly even help navigate to the items. An example of this
is the latest version of the Target app, which tells you the location of your
product down to the aisle within the store. What does the future hold?
I believe it will be a mix of in-store and online.
Michael Diliberto VP/account management,
Lynx Innovation Inc., Greater San Diego area
Stores get their revenge
With access to some of the industry’s greatest design and branding minds, A. R. E. harnesses that collective
brainpower with its own think tank of retail design stars, our Designers of Retail Environments and Merchan
dising Team (DREAM Team). This featured DREAMer heads JGA, a design firm based in Southfield, Mich.
Here is some insight on what makes Ken tick. See more at http://ow.ly/xIer Y